Résumé:
This study investigates the impact of perceived predictive CRM capabilities on customer retention among B2B industrial clients of Atlas Copco Algeria. Using an exploratory sequential mixed methods design, a qualitative phase confirmed three core dimensions; need anticipation, commercial proactivity, and hyper-personalization, which were subsequently tested quantitatively on a sample of 100 respondents using exploratory factor analysis and multiple regression in SPSS. The factor analysis refined commercial proactivity into proactive relational engagement, which primarily predicts switching resistance, while hyper-personalization emerges as the dominant retention driver. A Net Promoter Score of +1reflects a polarized client base requiring targeted CRM improvement
